Cuellar's Jive Refried shop in Southtown inspires online series

Updated
12:07 pm CDT, Thursday, July 28, 2011

SA LIFE -- San Antonio designer Agosto Cuellar looks over clothing at his store, Jive Refried, at 919 South Alamo St., Monday, Oct. 4, 2010. Cuellar is the creative director and force behind the fashion runway show that is part of the West Side's Una Noche De La Gloria. JERRY LARA/glara@express-news.net

SA LIFE -- San Antonio designer Agosto Cuellar looks over clothing at his store, Jive Refried, at 919 South Alamo St., Monday, Oct. 4, 2010. Cuellar is the creative director and force behind the fashion runway show that is part of the West Side's Una Noche De La Gloria. JERRY LARA/glara@express-news.net

If you've ever thought the city's Southtown area would make interesting material for a show, you weren't alone.

A new online series aims to capture the uniqueness and unpredictability that makes up Southtown, an artistic and eclectic hub near downtown.

“JiveTown,” a comedy by the San Antonio-based NiffNot Productions, is loosely based on fashion designer Agosto Cuellar and his now-defunct vintage store Jive Refried. The web series premieres Aug. 4 at jivetownsa.blogspot.com.

Cuellar's shop closed earlier this month after being a Southtown fixture for 13 years. Producers for the show say the store's closing won't affect the show's premiere or any of its subsequent five episodes.

Season one of the series was shot over two days last December.

“JiveTown” stars Texas-based actors Theo Gutierrez (“Dig”) and Michael Sorrells (“Member's Only”). It also features the work of Sean Maxwell, a veteran cameraman whose credits include the NBC show “Friday Night Lights” and the feature film “Machete.” Maxwell served as the director of photography on “JiveTown.”

During a recent interview before Jive Refried shuttered its doors, Cuellar recalled the various shoppers who supported his store, the often-hectic First Friday nights and those who merely stopped by to visit, including what he thinks were ghosts.

Kimberly Suta, a longtime friend and neighbor of Cuellar's, says she was inspired to create “JiveTown” after seeing what she calls the crazy antics of the zany characters who make up Southtown and frequented Cuellar's store. Suta also is the show's director and producer.

“JiveTown” producers made six episodes on what they describe as “a zero budget.” For a second season of “JiveTown” to happen, Suta says they'll need to raise money.

“We hope San Antonio will help us build a grassroots audience. We think with their support JiveTown could really take off,” Suta says.

More Information

en breve

Agosto Cuellar

Who he is: A self-taught fashion designer who specializes in deconstructing retro clothing to create an updated look, he owned the Southtown vintage shop Jive Refried for 13 years.

What he's done: He's auditioned three times for a spot on the reality competition show “Project Runway,” making it to the top 50 finalists a few years ago. His shop was featured in Elle magazine in May 2005.

What inspires him: Cuellar credits his abuelita, an accomplished seamstress who enlisted his help to cut fabric, with sparking his initial interest in clothing and fashion design.

What's next: Cuellar just finished packing up his store's belongings and is busy planning his next move.

Catch it!

JiveTown

What: A San Antonio-made online series that's loosely based on the happenings at former Southtown vintage shop Jive Refried.